The Analysis of Features of B2B E-business Portal Among Moghan Plain’s Gardeners

Document Type : Original Article

Authors

1 MSc of Agricultural Management, Faculty of Economics and Agricultural Development, University of Tehran, Tehran, Iran.

2 Corresponding Author and Professor, Department of Agricultural Management and Development, Faculty of Agricultural Economics and Development, University of Tehran, Tehran, Iran. (aasadi@ut.ac.ir)

3 Assistant Professor, Department of Agricultural Extension and Education, Faculty of Agricultural Economics and Development, University of Tehran, Tehran, Iran.

Abstract

The aim of this study was to analyze the characteristics of B2B e-business portal among Moghan plain’s gardeners in 2020. In present study, a researcher-made questionnaire was used to collect data. The reliability and validity of the questionnaire were confirmed by Cronbach's coefficient alpha (higher that 0.7) and experts’ viewpoint, respectively.The statistical population of the study included all gardeners in Moghan plain (N = 1250), 267 of whom were studied based on Cochran's formula and using stratified sampling technique with proportional assignment. In this study, the Jaworski’s 7Cs framework (includes the elements of context, communication, content, customisation, commerce, community, and connection) was analyzed using the analytic hierarchy process technique and by partial least squares method. The results indicated that among the seven elements studied, commerce in an electronic portal is the most important one and then there are the elements of content, community, customisation, communication, context and connections, respectively. In general, gardeners at first emphasize the services that are needed during the formation of a transaction. These services may include trust between the parties to sell the products, the availability of product delivery support, the ability of track the products, the security of the products sold and so on. 

Keywords

References

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